It is important that you should have full knowledge about your clients and customers, as the more you know about your clients the better you can serve them. This enables you to forge a much stronger connection and a deeper relationship with your clients. The more you know about your clients’ needs and wants the better able you are to provide the solution to their next problem. Organisation that does not make use of CRM, fail to reap the benefits of the CRM. The more knowledge your employees have the more empowered and engaged they are. Having an accurate and up-to-date CRM that everyone uses and has access to helps employees solve client problems. Doing so makes employees and clients happy. With the proper use of CRM it can directly affect your company by bringing CRM productivity increases, sales cycles decrease, you have the ability to provide additional products and services to clients and client satisfaction increases.